How should brands talk to Generations Z and Alpha?

A LOI, a consultancy specialized in influencer marketing, and InstitutoZ, from Trope, a Generation Z and Alpha consultancy, presented a new strategic approach for brands that want to connect authentically with Generation Z (born between 1996 and 2010) and Generation Alpha (born from 2010).

Combining consumer data, digital habits and cultural perceptions, the presentation reveals that 2.62 Billion people in the world they belong to Gen Z (UN, 2024), being 51 Million in Brazil (IBGE, 2024; Unravelling the Habits of Generation Y in Brazil), with a estimated purchasing power of R$ 662 billion per year in the country alone (IBGE, FGV and Continuous PNAD, 2025). Gen Alpha, with about 2 Billion individuals globally (Modern Consumer, 2025), begins to show its consumption traits, digital behavior and social influence.

According to Felipe Colaneri, co-founder of LOI, “ brands need to stop treating young people as a single block and understand the multiple codes that build their identity, from digital to physical”. One of the highlights of the study is the analysis of the culture “phygital”, which shows how the integration between online and offline experiences has become essential to generate belonging.

Another point raised is the role of the creator economy in the purchase decision: 80% from Gen Z has already consumed foods indicated by influencers (Study “Who Influences Generation Z?”, 2025), and 66% participated in cultural events on recommendation of breeders (Study “Who Influences Generation Z?”, 2025). Influence is pulverized, the 37% trusts more people with a small or average follower base , while only 7% relies more on big influencers.

The research also reveals that more than 50% from Gen Z spends more than seven hours a day connected (InstitutoZ & YOUPIX 2025), especially on Instagram, YouTube and TikTok 60% of Brazilian companies report difficulty communicating with this audience through traditional channels (Research: “What are the difficulties of Brazilian companies with GenZ?”, 2025). And worse: 1 In 3 companies even have a specific strategy to talk to GenZ (Research: “What are the difficulties of Brazilian companies with Gen Z?”, 2025).

For Luiz Menezes, founder of Trope and content creator with experience in projects for Meta, Disney and Itau, “ it is necessary that brands stop trying to impact Generation Z and start involving it”. The presentation also highlights cases such as Carmed, Netflix and Roblox, who have been able to adapt their language, channels and collaborations to dialogue with the new generations in a legitimate way.